Ettitude creates the world's first CleanBamboo® fabric through revolutionary lyocell technology that eliminates toxic chemicals entirely. Unlike conventional bamboo viscose that uses caustic soda, their patented process uses only organic solvents in a closed-loop system that recycles 99% of water. This breakthrough creates bamboo fabric that's 51% more durable than competitors while maintaining silk-like softness. Each sheet undergoes rigorous testing to ensure optimal breathability and temperature regulation. Their regenerative bamboo plants require zero pesticides or fertilizers, and the manufacturing process saves 99% of water while reducing CO2 emissions by 38% compared to cotton. The result is hypoallergenic, naturally antimicrobial bedding that gets softer with every wash and maintains its cooling properties for over 15 years.

Founder Phoebe Yu discovered the potential for clean bamboo textile innovation while managing supply chains for major retailers, recognizing that textiles are the world's second-most polluting industry. After emigrating to Australia and struggling to find sustainable bedding for her own home, she spent years developing the CleanBamboo® technology. Her vision was to create luxury bedding without environmental compromise. In 2018, she joined forces with serial entrepreneur Kat Dey, who experienced "the best night of sleep in my life" after trying the product. Together, they've built a certified B Corporation—representing the world's most advanced sustainable and regenerative business model. Unlike companies that pursue only economic goals, B Corps meet rigorous standards of social and environmental performance, public transparency, and commitment while maintaining their eco-attitude philosophy—living mindfully to sustain a more comfortable existence for all.

CleanBamboo® starts as fast-growing bamboo that regenerates from its roots without replanting, requiring no irrigation or chemicals. The lyocell process transforms this wonder plant into fabric that's naturally temperature-regulating, moisture-wicking, and resistant to bacteria growth. Unlike silk that can trap heat, CleanBamboo® allows body heat to escape while absorbing excess moisture. The fabric actually improves with age—softening with each wash while maintaining its structural integrity for decades. Machine washable in cold water on delicate cycle, these sheets can be tumble dried on low heat. The material's natural durability means less frequent washing is needed, saving water and extending the product's already impressive lifespan.